National Trust fundraising

Fundraising proposition

Engagement toolkit

Legacy & appeals

Fundraising for a national treasure

National Trust is an iconic brand with millions of members, for most of whom it’s a great day out – but not immediately a cause worthy of support. Developing a fundraising strategy, proposition and case for support was a task to be handled with care. We couldn’t inspire support at the expense of the brand or the visitor experience.

Using instincts to uncover inspiration

Audience research identified a core insight: the Trust is very much a ‘dear friend’. One you might not see that often, but who’s always there. So when we asked people to think of a world without the Trust, or the memories and experiences it gave them access to, they felt an intense sadness.

This instinctive response led us to ‘Let’s never lose the irreplaceable’ – a fundraising proposition that stretches across places and spaces and sums up everything about why the Trust is worthy of support.

Creating a fundraising culture

A messaging framework and brand toolkit allowed property managers to roll authentic and emotive fundraising out across the network. Meanwhile at GOOD HQ we worked on target-smashing individual giving and legacy appeals.